Film promotional posters for The Mummy have been prohibited from outdoor public display across the UK following a decision by the Advertising Standards Authority. The regulatory body received 30 complaints regarding the advertising campaign, which appeared in London tube stations and included imagery that complainants found disturbing.
The disputed poster featured a closeup image of a female figure with a mummified appearance, including a swollen eye and ashen skin, accompanied by the text “Some things are meant to stay buried.” Related advertisements for television and livestreaming services showed scenes of a body being removed from a sarcophagus and a woman in distress, with the tagline ending on a mother saying “I just want my daughter back.” The television content had been cleared for broadcast after 7:30pm by the Clearcast vetting agency.
Warner Bros contested the complaints, asserting that the marketing materials had been developed with appropriate consideration for audiences and society. The studio characterized the depicted figure as a living mummy who had been returned to her parents years after childhood abduction. The studio maintained that the poster image used a neutral facial expression and intentionally omitted elements such as violence, threat, or intimidation to minimize potential distress. Warner Bros also noted that the promotional materials had been submitted to Transport for London’s advertising partner Global and received approval for placement on the London Underground network.
The ASA upheld the complaints, determining that the combination of grey and ashen skin tone, dry and cracked lips, one swollen eye, and the overall sunken and lifeless facial appearance created a realistic depiction of a deceased child. Although no billboards were positioned within 100 metres of schools, the watchdog noted that one billboard remained visible from a children’s nursery. The authority concluded that the imagery was likely to cause distress to young children and deemed the advertisements unsuitable for outdoor display in locations where children might encounter them.
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